ScholarWorks@숙명여자대학교

초록

Objectives This paper explores the effect of goal-oriented messages on carbon reduction behavior in the public in climate change communication, applying Goal-Setting Theory as the theoretical basis. The possibility of intervention communication strategies in climate action campaigns directed at the public is explored by verifying the effectiveness of communication messages reflecting the intervention of goal setting on public attitude (carbon reduction goal commitment), and behavioral intention (climate mitigation action intention), and identifying the path of action. Methods An experimental survey was conducted using the treatment verified through a preliminary survey and a pre-test. To preliminarily verify the target specificity and the manipulation level of compensation set as independent variables, the preliminary survey was conducted of an FGD 4 group consisting of adult men and women from their 20s to 50s. Through the preliminary survey, the treatment was revised with specific levels and incentive conditions agreed between ages. An online survey was conducted as a pre-test for quantitative manipulation verification (n=64). As the pre-test verified the manipulation validity of the treatment, the main survey was then conducted as an experimental survey using the treatment, and consisted of four groups according to two pairs of independent variable specificity (non-specific/specific) and incentive (unpresented/presented), with each group being presented with one randomly assigned treatment, and variable measurement questions being asked. Results The goal commitment and climate mitigation behavior intention were higher in the message with high specificity on the carbon reduction goal, than in the message with low specificity, that is, an ambiguous goal message. In the positive (+) relationship between specificity of the goal message and goal commitment, self-efficacy acted as a medium. However, for the ambiguous goal message, the message presenting the incentive showed higher goal commitment than the message without incentive; but when it was a specific goal message, incentive did not affect the goal commitment. The carbon reduction goal commitment formed after exposure to the goal-oriented message had a significant effect on the behavior intention on climate mitigation, which was not controlled by the environmental beliefs of the subjects. Conclusions The more specific the goals of climate action, the higher the self-efficacy, and the higher the goal commitment and behavioral intention. In the specific goal message, the incentive message did not increase the goal commitment and behavioral intention, but in the ambiguous goal message, the goal commitment did increase. This suggests that the effect of incentive may vary depending on the specificity of the goal message, and may be limited in enhancing behavioral intentions from a long-term perspective. This study is meaningful in that it shifts from the predictive model of cognitive and emotional pathways that climate change communication research has focused on, to one that focuses on goal-setting, where self-regulatory mechanisms operate, and empirically verifies the effectiveness of intervention strategies using goal-oriented messages. In addition, it is meaningful in that the theoretical scope of eco-friendly behavior and environmental communication research has been expanded by setting climate action as a goal-oriented task, and applying a goal-setting theory

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